Adidas Originals Launches Biggest Campaign of the Year for New Sneaker Collection

Just goes to show how big this new sneaker will (probably) be

Fashion’s obsession with the ’90s era hasn’t died down yet. Here’s one proof: Adidas Originals is relaunching the EQT sneakers, which were a big hit in Berlin around two decades ago.

Adidas Originals means serious business with this relaunching. A campaign has been released to introduce the collection; not just any campaign, but the brand’s biggest one in 2017.

As a tribute to EQT’s origin, the campaign is shot by German photographer Juergen Teller and features models as they roam the streets of Berlin in the new sneakers and apparel collection.

The launch of EQT is in line with the brand’s mission to make 2017 a “no bullsh-t year,” as described by Alegra O’Hare, vice president of global brand communications, Adidas Originals. Last week the brand unveiled a new film, “Original is Never Finished,” starring Snoop Dogg, Kareem Abdul-Jabbar and many more, to officially reveal said mission to the world.

Although the original EQT was only available in green, black and white, the new version will also feature a turbo red colorway.